Virgin Media has revealed its anticipation over the imminent launch of new set-top boxes which will be available through its broadband TV deals.
The company has revealed that the new systems will offer consumers "a unique, intuitive TV experience" that will change the way many people enjoy home entertainment.
However, a spokesman suggested to TechRadar.com that the launch has become more of a priority since Google confirmed plans to unveil its own broadband TV platform.
"The way we're watching TV is clearly changing," the source explained.
"Virgin Media was the first to bring the likes of BBC iPlayer to the living room TV and to help customers watch what they want, when they want."
The comments have come after Virgin Media revealed that its on-demand platform experienced 200 million views in the first three months of this year.
Over two million homes are now believed to regularly use the service.